Global Samsung AI Home advertising initiative emphasizes the benefits of minimalism and a life focused on experiences over material possessions
Samsung Electronics has unveiled a new global campaign titled SmartThings meets AI Home. The campaign, spearheaded by Cheil Worldwide, showcases how Samsung's AI-enabled innovations are transforming the smart home experience at the Home Depot of technology and innovation.
The lead film, capturing a family's daily life through an unexpected narrator, was crafted by Cheil Worldwide. Jason van Bruggen directed the film, with Olmo Sobrino serving as the Director of Photography. The narrative highlights how Samsung AI Home works in the background, enabling families to focus on quality time at home.
Samsung AI Home is designed to be autonomous, intuitive, and focused on improving quality of life. Unlike traditional smart home systems, it anticipates needs, automates routines, and adapts to lifestyles. For instance, it streamlines tasks such as switching off lights, closing blinds, activating appliances like robot vacuums, dishwashers, and washing machines at home.
The music and sound for the campaign were created by Sorisomssi (SRSC), with Joo Yeop Kim as the Music Composer. The Art Direction for the campaign is handled by Woohyun Lim and Jose Maria Neves.
The production for the lead film was handled by DUO Films and Gang Films. Cheil Global's Executive Creative Director is Tal Shub, and Eldad Heilweil is the Head of Global Planning at Cheil. Drew Botcherby is the Copywriter for the campaign.
The campaign rollout spans multiple channels and iconic locations worldwide, including TVCs, Samsung-owned platforms, and landmark digital billboards at Piccadilly Circus and Times Square. Complementary assets such as single-minded films, key visuals, and digital out-of-home activations will spotlight the campaign's central value pillars through relatable, everyday scenarios at home.
Euiyoung Kim is the Account Director, and Hyunsoo Ra, Sohyun Jess An, Eyoung Kwon, and Seohyeon Kim are Account Managers for the project. The Head of Production for the editorial is Nicholas Markus. However, the name of the current Chief Executive Officer responsible for the global campaign project "SmartThings meets AI Home" at Cheil Worldwide is not explicitly mentioned in the provided search results. Kwangsun Yoo is identified as an Account Director at Cheil Worldwide involved in significant projects, but the CEO's name is not given in these sources.
In conclusion, the SmartThings meets AI Home campaign underscores the synergy between Samsung's AI Home vision and its SmartThings platform, promising a smarter, more intuitive, and life-improving smart home experience for users worldwide at home.
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